Generational Marketing: an IMC Approach to Increase Non-Profit Awareness and Giving in North Mississippi

Joyce, Anna Kate (2019) Generational Marketing: an IMC Approach to Increase Non-Profit Awareness and Giving in North Mississippi. Undergraduate thesis, under the direction of Chris Canty Sparks from Journalism and New Media, University of Mississippi.

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The number of Americans giving and advocating for non-profits has decreased from 2012 to 2019. While the amount of dollars donated has increased, money is coming from significantly fewer sources. Giving and awareness advocacy for non-profit organizations differ among generations. Non-profits are having to market to multiple generations in different ways to gain advocacy and support for their organizations. The historical, cultural, economic, and social experiences of people’s lifetimes shape the way individuals perceive the world and their place in it. Each American generation has different traits and characteristics that makes it unique, and non-profit organizations can target each generation differently in order to gain awareness, advocacy, donations, and volunteer time. While each generation offers an integral part to the success of non-profits, millennials and Generation Z, will be the increased focused of non-profit marketing and advertisement because of the amount of wealth and influence these generations carry on a significant portion of the U.S. population. The purpose of this study is to compare and contrast giving motivations for non-profit organizations by generational segmentation to determine effective ways to positively affect fundraising campaign initiatives, as well as increased donation, advocacy, and volunteer support. Generational segmentation is a marketing technique for identifying the influencing motivations, perceptions and values that people of different generations hold and use to make decisions. Methodology used to examine effective marketing and fundraising techniques for generations include the examination of published literature, execution of a survey to understand generational giving motivations, and interviews conducted with non-profit stakeholders in North Mississippi. Two generations, millennials and Generation Z, will be specifically scrutinized to identify the marketing techniques that can be used to be targeted by non-profits to enhance non-profit awareness, build brand equity, increase donation and monetary support, and sustain future growth of non-profit organizations.

Item Type: Thesis (Undergraduate)
Creators: Joyce, Anna Kate
Student's Degree Program(s): Integrated Marketing Communications
Thesis Advisor: Chris Canty Sparks
Thesis Advisor's Department: Journalism and New Media
Institution: University of Mississippi
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Anna Kathryn Joyce
Date Deposited: 16 Jan 2020 19:31
Last Modified: 16 Jan 2020 19:31

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